TY - GEN

T1 - Opinion Patterns in Cumulative Crises of Brands on Social Media

AU - Родичева, Алёна Алексеевна

AU - Бодрунова, Светлана Сергеевна

AU - Блеканов, Иван Станиславович

AU - Тарасов, Никита Андреевич

PY - 2024

Y1 - 2024

N2 - This paper analyzes opinion patterns in cumulative crises of brands on social media, taking the crisis of a Russian brand named VkusVill as a case. In our previous research, we found out that the nature of online crises is cumulative, as deliberative patterns in discussions around them are absent, and user opinions quickly rocket and get shaped, which may lead to negative actions toward the brand. Thus, there is a need to see how deliberative and cumulative features of the dialogue around the brand crisis combine, as well as how they relate to user traits, including their values-based positions on a given issue. As our analysis shows, the ‘epicenter’ segments of the discussion in the VkusVill account of structurally comprise polarized micro-dialogues and cumulative commenting directed urbi et orbi. A low enough number of comments is directed to the brand itself, but user polarization leads to mutual ‘canceling’ of social groups, as well as to ‘canceling’ the brand from both sides. This calls for rethinking of strategies of brands’ participation in cumulative discussions, as brands need to engage in values-related talk, rather than use rebuttal strategies. The conversation dynamics moves from completely cumulative to micro-deliberative patterns in short dialogical sequences (

AB - This paper analyzes opinion patterns in cumulative crises of brands on social media, taking the crisis of a Russian brand named VkusVill as a case. In our previous research, we found out that the nature of online crises is cumulative, as deliberative patterns in discussions around them are absent, and user opinions quickly rocket and get shaped, which may lead to negative actions toward the brand. Thus, there is a need to see how deliberative and cumulative features of the dialogue around the brand crisis combine, as well as how they relate to user traits, including their values-based positions on a given issue. As our analysis shows, the ‘epicenter’ segments of the discussion in the VkusVill account of structurally comprise polarized micro-dialogues and cumulative commenting directed urbi et orbi. A low enough number of comments is directed to the brand itself, but user polarization leads to mutual ‘canceling’ of social groups, as well as to ‘canceling’ the brand from both sides. This calls for rethinking of strategies of brands’ participation in cumulative discussions, as brands need to engage in values-related talk, rather than use rebuttal strategies. The conversation dynamics moves from completely cumulative to micro-deliberative patterns in short dialogical sequences (

KW - crisis communication

KW - cumulative crisis

KW - cumulative deliberation

KW - online discussion

KW - opinion patterns

KW - public opinion

KW - social media

KW - social media management

UR - https://link.springer.com/chapter/10.1007/978-3-031-61305-0_23

UR - https://www.mendeley.com/catalogue/0f9c26a3-1f86-3ca0-a73b-1b0212970a3b/

U2 - 10.1007/978-3-031-61305-0_23

DO - 10.1007/978-3-031-61305-0_23

M3 - Conference contribution

SN - 978-3-031-61304-3

T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

SP - 326

EP - 337

BT - Social Computing and Social Media. HCII 2024.

PB - Springer Nature

T2 - Social Computing and Social Media: 16th International Conference

Y2 - 29 June 2024 through 4 July 2024

ER -